Does “Harry Potter” Draw More Than Clicks?

James Connell James Connell October 2, 2009 Category Paid Search (PPC)

Determining Searcher Intent For Better ROI

When someone searches for “Harry Potter,” what are they really searching for? A bio of the character? An action figure?

If you sell action figures, but most of the people clicking on your “Harry Potter” ads are simply looking for information, you’re obviously not getting your optimal ROI. Conversely, if most of your clicks are precisely for the products you offer, i.e., Harry Potter figures, you’re doing well.

One method of determining user intent for a prospective keyword is common sense – “This keyword contains ‘buy,’ so people using it probably want to make a purchase”. Another is performing a test search, using your potential keyword as a query. What results up on top? Movie listings (information), or DVDs (commerce)? You want to pay attention to both organic results and ads.

New Tool From Microsoft

A new tool from Microsoft, the commercial intent tool, is great new way to look at potential keywords. Just enter your keyword, and it gives you the probability that the keyword is commerce-related. For instance: the tool states that “Find Hair Loss Products” has a 64% chance of having commercial intent. “Buy Hair Loss Products” has a 97% chance of commercial intent.

Microsoft claims that the tool is 90% accurate. Not sure if that’s true, but this tool is something every marketer (or business owner) should try for themselves.

Ari Berdy is a SEM Strategist at Path Interactive

Contact Us Now!

  • This field is for validation purposes and should be left unchanged.

Most Recent

Impact of the Coronavirus (COVID-19) On Google Organic Search Visibility

By Lily Ray, Path Interactive March 19, 2020

The outbreak of the coronavirus (COVID-19) in 2020 has created global upheaval as businesses and economies shift […]

Read More

Future-Proof Your Site For Google Core Algorithm Updates

By Lily Ray, Path Interactive February 19, 2020

I spoke at SMX West in February 2020 about how to future-proof your site from Google’s core […]

Read More

Path Interactive Makes AdAge 2020 Best Places to Work List For Third Time

By Benton Olivares, Path Interactive February 18, 2020

Everyone at Path Interactive is thrilled to once again be named among AdAge’s 2020 Best Places to […]

Read More